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Illegal online gambling advertising in Europe has become one of the most complex and pressing challenges for regulators, lawful operators and digital platforms alike.
Unlicensed gambling operators are increasingly targeting European consumers through social media, video-sharing platforms, search engines and affiliate networks, often operating from outside the EU and beyond the immediate reach of national authorities. This phenomenon not only undermines consumer protection and public health objectives, but also distorts competition and weakens the credibility of national licensing frameworks.
Against this backdrop, European gambling regulators are stepping up cooperation and enforcement. A clear message is emerging: illegal online gambling advertising is no longer treated as a marginal compliance issue, but as a systemic threat requiring coordinated, cross-border responses.
This article was drafted together with my DLA Piper colleagues Claudine Vartian, Nicole Daniel, Andreas Winkler, Michael Stulz-Herrnstadt, Christoph Engelmann, Duncan Calow, Ally Clark, Inês Teixeira, Paula González de Castejón, Elisa Lorenzo and Federico Toscani.
A coordinated European response to illegal online gambling advertising
On 25 November 2025, gambling regulators from Austria, France, Germany, Great Britain, Italy, Portugal and Spain issued a joint statement reaffirming their shared commitment to the fight against illegal online gambling. The focus of the statement is squarely on the growing volume of advertising by unauthorised operators and the role played by digital distribution channels in amplifying unlawful gambling offers across borders.
In particular, regulators committed to:
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strengthening information sharing on illegal gambling operators and emerging enforcement patterns;
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calling on digital platforms and social media networks to reinforce mechanisms preventing the dissemination of advertising for unlicensed gambling services; and
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exchanging best practices on investigations and sanctions targeting unlawful operators and facilitators.
This joint initiative reflects a growing consensus that enforcement against illegal online gambling advertising in Europe cannot be effective if pursued in isolation at national level.
Market data confirms the scale of the problem
The joint statement closely followed the publication of Yield Security’s report on Illegal Gambling in the EU (November 2025), commissioned by the European Casino Association. The findings paint a stark picture of the size and impact of illegal online gambling across Europe.
According to the report:
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illegal online gambling operators generated approximately EUR 80.6 billion in 2024, representing around 71% of the total online gambling revenue in the EU;
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targeting of European consumers by illegal operators increased by 26% compared to 2023;
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92% of online gambling content viewed by EU citizens promoted illegal gambling offers; and
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more than two-thirds of Europeans who interacted with online gambling in 2024 engaged with unlicensed platforms lacking basic consumer protections, responsible gambling tools or effective age verification.
These figures help explain why enforcement against illegal online gambling advertising has become a political and regulatory priority across Europe.
How European jurisdictions are tackling illegal online gambling advertising
While regulators share common objectives, the legal tools and enforcement models used to combat illegal online gambling advertising vary significantly across jurisdictions. Below is an overview of how six key European markets are responding.
Illegal Online Gambling Advertising in Austria
Austria operates a highly restrictive gambling model based on a monopoly system governed primarily by the Austrian Gambling Act. Online gambling is permitted only within the scope of licensed “electronic lotteries”, while sports betting is regulated separately at provincial level.
Historically, enforcement against illegal online gambling advertising in Austria has been relatively limited, focusing mainly on domestic operators. However, this approach is changing. Authorities are increasingly targeting unlicensed online operators and signalling a willingness to strengthen enforcement tools.
At present, Austria does not rely on systematic IP or payment blocking. Sanctions are primarily administrative and directed at operators and managing directors. That said, legislative reforms are under discussion, including tougher penalties, possible blocking measures and the creation of an independent gambling authority. These developments suggest a more assertive approach to illegal online gambling advertising in the coming years.
Illegal Online Gambling Advertising in Germany
Germany’s regulatory framework is built around the State Treaty on Gambling 2021, which legalises certain online gambling verticals under strict conditions while prohibiting unlicensed offers and related advertising.
Advertising for illegal online gambling is expressly prohibited, as is participation in payment flows linked to unlicensed operators. Enforcement powers include cease-and-desist orders, payment blocking and intermediary blocking measures, supported by a public whitelist of licensed operators.
In practice, Germany has faced legal challenges in implementing blocking measures, particularly against access providers. As a result, amendments are currently being considered to align national enforcement powers with the EU Digital Services Act concept of intermediary services. If adopted, these reforms could significantly expand the reach of enforcement against illegal online gambling advertising in Germany, although legal uncertainty remains.
Illegal Online Gambling Advertising in Great Britain
In Great Britain, online gambling is permitted only for operators holding a licence from the Gambling Commission. Advertising unlawful gambling is a criminal offence, whether carried out directly by operators or by third parties such as affiliates or sponsors.
Recent regulatory attention has focused heavily on sports sponsorship and online advertising linked to offshore operators. The Gambling Commission has issued detailed guidance requiring effective blocking of unlicensed gambling sites and has warned that superficial measures, such as easily circumvented IP blocking, will not be sufficient.
Enforcement data shows that the UK’s approach relies heavily on disrupting visibility at scale, particularly through referrals to search engines and platforms. This reflects a pragmatic strategy aimed at making Great Britain a difficult market for illegal online gambling advertising, even if complete eradication is unrealistic.
Illegal Online Gambling Advertising in Italy
Italy is widely regarded as one of the most aggressive European jurisdictions in the fight against illegal online gambling advertising. The system combines criminal law provisions, a strict concession regime and a near-total ban on gambling advertising introduced by the so-called Dignity Decree.
Advertising of gambling services, whether licensed or not, is broadly prohibited across all media, including online platforms and social networks. Enforcement is shared between criminal authorities, the gambling regulator and the communications authority, with extensive use of website blocking, mirror site blocking and payment restrictions.
Italian authorities have also intensified scrutiny of affiliates, influencers and digital intermediaries. Recent enforcement trends confirm a strong willingness to impose significant fines and to uphold sanctions before the courts. Italy’s model is increasingly influential in European discussions on how to tackle illegal online gambling advertising at scale.
On the topic, you can read the article “Italian Court Upholds Sanction for Gambling Advertising Ban’s Violation Through Affiliate Agreements“.
Illegal Online Gambling Advertising in Portugal
Portugal permits online gambling only for licensed operators and treats illegal gambling and its promotion as a criminal offence. Advertising of unlawful gambling is also prohibited under the Advertising Code, with fines applying not only to operators but to advertisers, agencies and media owners.
Portuguese authorities make extensive use of blocking measures and cooperation with intermediaries, including network service providers and payment providers. Enforcement data shows a strong emphasis on website blocking, supported by cease-and-desist actions and, where necessary, criminal referrals.
The Portuguese approach reflects a balanced model combining criminal enforcement, administrative sanctions and technical measures to limit the reach of illegal online gambling advertising.
Illegal Online Gambling Advertising in Spain
Spain operates a national licensing system under which only authorised operators may advertise gambling services. Promotion of unlicensed gambling is subject to severe sanctions, with fines reaching up to EUR 50 million and mandatory website blocking.
Spanish enforcement activity has intensified in recent years, with significant fines imposed on foreign operators targeting Spanish consumers without a licence. Regulators have also highlighted emerging challenges, including redirect domains, identity misuse on social media, influencer marketing and white-label gambling structures.
Spain’s experience illustrates how enforcement against illegal online gambling advertising is increasingly shifting towards digital ecosystems rather than focusing solely on operators themselves.
Conclusions: a clear enforcement trend across Europe
The joint regulatory action and national enforcement trends outlined above confirm a broader shift in how illegal online gambling advertising in Europe is addressed. Authorities are moving beyond traditional operator-centric enforcement and increasingly targeting the infrastructure that enables illegal gambling at scale, including platforms, affiliates, payment providers and technical intermediaries.
For gambling operators, digital platforms and marketing partners, this evolving landscape means higher compliance risk, greater scrutiny and reduced tolerance for grey-area practices. From a regulatory perspective, illegal online gambling advertising is now firmly established as a cross-border enforcement priority — and one that is likely to shape European gambling regulation for years to come.
You can appreciate the differences in gambling advertising laws in almost 50 jurisdictions in the DLA Piper Gambling Laws of the World guide.